Cross-Border E-Commerce in Europe is Forecasted to See Double-Digit Growth in the Coming Years
Digital wallets such as PayPal are the preferred cross-border B2C E-Commerce payment method in Europe
As consumers globally are warming up to the idea of online shopping via cross-border means, digital modes of payment are also gaining momentum. Although card-based payment methods are still among the preferred methods to pay for cross-border purchases, mobile wallets such as Pay Pal, Apple Pay, and Ali Pay among others are becoming popular among buyers worldwide, as revealed by the new report. The popularity of digital wallets extends to Europe. For example, PayPal, followed by credit card and direct transfer were the top 3 cross-border payment methods that cross-border shoppers used as of April 2022. Similarly, Italy also saw more than half of online shoppers inclining towards PayPal for their cross-border purchases as of January 2022. In Germany too, PayPal, followed by credit card and direct transfer were among the most accepted payment methods by majority of companies as of April 2022.
As the growth of B2C cross-border E-Commerce is picking up pace in Europe, China leads the pack as the preferred purchase destination
The growing demand for online shopping during and post pandemic also led to the gradual shift towards cross-border B2C E-Commerce. A high share of online shoppers globally preferred cross-border purchases due to better price and availability of products otherwise not available locally as of September 2022, with clothing, apparel and footwear being the most purchased categories among more than one-third of online shoppers as of October 2022, as revealed by the new report. With Germany being the home to several large cross-border online marketplaces and brands such as Hugo Boss and About You, fashion items such as clothing and footwear were also popular cross-border purchase categories among more than half of online shoppers in Germany as of H1 2022. Additionally, more than half of online shoppers in Sweden and Netherlands inclined towards the purchase of clothing, footwear, and accessories via online cross-border channels. Furthermore, in Luxembourg also a large share of online shoppers preferred to purchase clothing, footwear, and accessories from abroad as of 2021. China was the preferred cross-border purchase destination worldwide, with its share being the highest for shoppers in Greece, Latvia, and Slovenia among other nations. Despite this, the country’s share in E-Commerce market declined in 2021 in comparison to its share in 2020. Moreover, in terms of the country of most recent cross-border purchase, China was not among the most preferred purchase destination for countries such as Iceland, Finland and Cyprus, according to the new report.
Questions Covered:
1. What were the top purchase categories for German online shoppers when shopping cross-border as of H1 2022?
2. Which were the most suitable payment methods for companies in Germany when it came to selling cross-border as of April 2022?
3. What was the most preferred online purchase channel among cross-border shoppers in France as of January 2022?
4. What was the estimated cross-border B2C E-Commerce turnover in EU 16 countries as of 2022?
5. Which was the most popular destination to purchase cross-border goods from among online shoppers in Greece as of October 2022
Countries Covered:
- Austria
- Belgium
- Croatia
- Cyprus
- Denmark
- Estonia
- Finland
- France
- Germany
- Greece
- Hungary
- Iceland
- Ireland
- Italy
- Latvia
- Lithuania
- Luxembourg
- Netherlands
- Portugal
- Russia
- Slovenia
- Spain
- Sweden
- Switzerland
- Turkey
- UK
Please note: For this report, the purchase of an Enterprise license allows up to ten worldwide users of an organization access to the report
Table of Contents
1. Management Summary
2. Global
- Cross-Border B2C E-Commerce Market Overview, November 2022
- Cross-Border B2C E-Commerce Market Size, in USD trillion, 2022e & 2026f
- Share of Online Shoppers Making Cross-Border Purchases, by Select Countries, in %, September 2022
- Share of Retailers Selling Internationally, by Select Countries, in %, September 2022
- Share of Cross-Border E-Commerce Value of Total E-Commerce Transactions, in %, 2023f
- Share of Online Shoppers Who Made Purchases Outside Their Country, in %, 2019 & 2021
- Share of Online Shoppers Who Are More Comfortable With Cross-Border Shopping Now Than in 2020, in %, January 2022
- Preferred Platforms Among Online Shoppers for Buying a Branded Product Internationally, in % of Online Shoppers, July 2022
- Breakdown of Top Online Platforms Used for Cross-Border Shopping, in % of Cross-Border Purchases, October 2022
- Breakdown of the Most Used Devices for Making International Online Purchase, in % of Online Shoppers, July 2022
- Share of Shoppers Who Prefer to Buy Directly From International Brands Instead of Using Marketplaces, by Generation, in % of Shoppers, Q2 2022
- Share of Shoppers From Select Countries Who Shopped for Luxury Products Internationally, in %, Q2 2022
- Most Popular Market for the Purchase of Cross-Border Luxury Products, in % of Shoppers, Q2 2022
- Share of Luxury Cross-Border Shoppers Who Are Willing to Forgo In-Store Shopping Experience to Receive Their Products Quickly When Purchased Online, in %, Q2 2022
- Top Luxury Product Categories That Shoppers Buy Internationally, in % of Shoppers, Q2 2022
- Top Product Categories Purchased via Cross-Border B2C E-Commerce, in % of Online Shoppers, October 2022
- Share of Cross-Border Online Purchases, by Product Value, in % of Online Shoppers, October 2022
- Breakdown of Cross-Border Online Purchases, by Product Weight, in % of Online Shoppers, October 2021
- Top Reasons for Cross-Border Shopping, in % of Respondents, September 2022
- Top Reasons for Making Cross-Border Purchases, by Generation, in % of Respondents, November 2021
- Top Reasons for Cart Abandonment When Shopping Online Internationally, in % of Online Shoppers, July 2022
- Share of Cross-Border Online Purchases, by Delivery Speed, in % of Online Shoppers, October 2022
- Top Countries From Where The Most Recent Cross-Border B2C E-Commerce Purchases Were Made, in % of Online Shoppers, October 2022
- Breakdown of Cross-Border Online Purchase Frequency, by Generation, in % of Respondents, November 2021
- Breakdown of Online Shoppers’ Future Intentions to Buy Online From Domestic and Foreign Retailers, in %, October 2022
- Cross-Border Payment Transaction Value, by B2B, B2C, C2B and C2C, in USD trillion, 2020-2022f
- Top 10 Shopping Apps by Downloads, incl. “Cross-Border B2C E-Commerce Apps”, 2020 & Q1 2021-Q3 2021
- 10 Most Downloaded Shopping Apps, incl. “Cross-Border B2C E-Commerce Apps”, by Number of Downloads, in millions, H1 2022
3. Europe
3.1. Regional
- Cross-Border B2C E-Commerce Market Overview, November 2022
- Total Cross-Border E-Commerce Market Turnover via Global Marketplaces, incl. “B2C”, in EUR billion, 2019-2021
- Cross-Border B2C E-Commerce Turnover in EU16 Countries, in EUR billion, 2020-2022e
- Share of Shoppers Making Cross-Border Purchases at Least Once a Month vs Those Who Will Make More Cross-border Purchases In the Next 12 Months, in %, H1 2022
- Online Market Share of Top 10 Cross-Border Fashion Retailers and Marketplaces in EU16 Countries, in %, 2021
- Cross-Border Online Shopper Penetration, by EU and Selected Non-EU Countries, in % of Individuals, 2021 (1 of 2)
- Cross-Border Online Shopper Penetration, by EU and Selected Non-EU Countries, in % of Individuals, 2021 (2 of 2)
3.2. Germany
- Breakdown of E-Commerce Companies Selling Abroad, by Customer Segment & Country, incl. “B2C”, in %, April 2022
- Top Purchase Categories When Shopping Cross-Border, in % of Online Shoppers, H1 2022
- Top Payment Methods That Are Most Suitable for International B2C E-Commerce of Retail sellers, in % of Companies, April 2022
3.3. Italy
- Breakdown of Cross-Border B2C E-Commerce Sales Trends, in % of Companies, 2020 & 2021
- Top Payment Methods Used by Online Shoppers for Their Cross-Border Purchases, in % of Online Shoppers, January 2022
3.4. Spain
- Breakdown of B2C E-Commerce Purchase Revenue, by Place of Origin, in % of Revenue, Q2 2021
3.5. UK
- Cross-Border E-Commerce Sales, incl.”B2C”, in EUR billion, 2020-2021
- Share of Online Shoppers Who Avoid Buying from Abroad Due to Additional Taxes and Charges, in %, & Top Factors That Will Drive Cross-Border Purchases, in % of Online Shoppers, 2021
- Share of Online Shoppers Who Made Cross-Border Purchases, in %, & Top Product Categories Purchased Cross-Border, in % of Online Shoppers, January 2022
3.6. France
- Top Purchase Channels From Where Online Shoppers Buy Their Cross-Border Purchases, in % of Online Shoppers, January 2022
3.7. Sweden
- Top Purchase Categories When Shopping Cross-Border, in % of Online Shoppers, H1 2022
3.8. Netherlands
- Top Purchase Categories When Shopping Cross-Border, in % of Online Shoppers, H1 2022
3.9. Austria
- Breakdown of Consumers Who Shop via Online Channels Cross-Border, in %, 2021
3.10. Belgium
- Cross-Border B2C E-Commerce Sales, incl.”B2C”, in EUR billion, 2020* & 2021
3.11. Switzerland
- Share of Most Common Delivery Location for Cross-Border Online Purchases, in % of Online Shoppers, October 2021
3.12. Ireland
- Breakdown of Cross-Border B2C E-Commerce Purchase Frequency, in % of Online Purchases, 2021
3.13. Denmark
- Breakdown of Cross-Border B2C E-Commerce Purchase Frequency, in % of Online Purchases, 2021
3.14. Finland
- Top 3 Countries of Most Recent Cross-Border B2C E-Commerce Purchase, in % of Online Shoppers, October 2022
3.15. Iceland
- Top 3 Countries of Most Recent Cross-Border B2C E-Commerce Purchase, in % of Online Shoppers, October 2022
3.16. Luxembourg
- Share of Top Cross-Border B2C E-Commerce Purchase Categories, in % of Cross-Border B2C E-Commerce Purchases, 2021
3.17. Portugal
- Share of Individuals Purchasing Products Online Nationally and Cross-Border, in %, 2021
3.18. Russia
- Share of Cross-Border B2C E-Commerce Trade in Total B2C E-Commerce Trade, in %, Q4 2021 & H1 2022
3.19. Turkey
- Breakdown of Domestic and Foreign Distribution of B2C E-Commerce Expenditure, in %, H1 2022
3.20. Greece
- Top 3 Countries of Most Recent Cross-Border B2C E-Commerce Purchase, in % of Online Shoppers, October 2022
3.21. Hungary
- Share of Online Shoppers Whose Cross-Border B2C E-Commerce Purchase Was Delivered in 15-29 Days, in %, October 2021
3.22. Croatia
- Share of Most Recent Cross-Border B2C E-Commerce Purchases Made via eBay, in %, October 2022
3.23. Slovenia
- Top 3 Countries of Most Recent Cross-Border B2C E-Commerce Purchase, in % of Online Shoppers, October 2022
3.24. Estonia
- Share of Most Common Delivery Location for Cross-Border Online Purchases, in % of Respondents, October 2021
3.25. Lithuania
- Share of Most Recent Cross-Border B2C E-Commerce Purchases Made via Alibaba/AliExpress, in %, October 2022
3.26. Latvia
- Top 3 Countries of Most Recent Online Cross-Broder Purchase, in % of Online Shoppers, October 2022
3.27. Cyprus
- Top 3 Countries of Most Recent Online Cross-Broder Purchase, in % of Online Shoppers, October 2022
Samples
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Companies Mentioned (Partial List)
A selection of companies mentioned in this report includes, but is not limited to:
- About You
- AliExpress
- Alipay
- Amazon
- Asos
- eBay
- Fnac
- Hello Fresh
- Hugo Boss
- IKEA
- Meesho
- PayPal
- SHEIN
- Shopee
- Veepee
- Wish
- Zalando
Methodology
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